The Biggest Don’ts For Real Estate Agents on Social Media
Updated: Oct 11, 2021
Let’s start with the basics. Social media is two things, social and media. You have to be willing to show up on your social channels to establish your brand and to grow. The more social you are, the more you will grow, the more media you post, the more you will grow. You’ve heard it from us before but we’ll remind you again: social media plays a crucial part in shaping your brand and allows you to connect with your target audience on a deeper level.
So how do agents do this the right way? Let’s go over what NOT to do on your social media.
1. DON’T only post one type of content!
Think about the accounts you like to interact with on social media. If someone posted the same type of image or video over and over again, would you want to keep following them? OR would you be more interested in content that was diverse and provided some variety to your feed? Just posting listings or just posting about your personal life is not going to hold your followers’ attention. Implementing a strategy to vary your content is the most effective way to grow your business over social. HERE’S AN EASY SOLUTION: Implement the 80/20 rule. At least 80% of your content should be educational, entertaining or inspiring and a max of 20% should be promotional. That 80% can be shouting out a local business, highlighting a community you sell in or sharing tidbits from your personal life outside of being an agent. Don’t forget to diversify your promotional content too. Mix it up with sharing what makes you different from all other agents in your market as well as your listing and closing posts.
2. DON’T forget to utilize all of the features the platform you’re posting on has to offer.
No matter the platform you use, the algorithms are more likely to be in your favor if you use all of the features the platform has to offer. Let’s look at Instagram for example. Posting images and videos to your feed establishes a personal portfolio on your account. Users who view your profile can easily get an idea of who you are based on the types of content you post to your feed. Your feed is also a great place to highlight to IG users who do not follow you what to expect once they do. But you shouldn’t be stopping there! Utilizing a feature like IG Stories is a great way to highlight more of your personality. You can show your day-to-day life and build anticipation for future feed posts. Stories are used to nurture the relationships with potential clients that are following you. You never know who will be interested in using you as their agent because they got to know you better from your story content. From a business standpoint, Instagram loves when you use all of their features. Not only do you use the app for longer when you use multiple features, but you are providing content to your audience to also remain in the app longer—it’s a win-win!
3. DON’T ignore the opportunity to maximize your reach with video content.
Social media has always been a place for entertainment. The new, hot thing right now is short-form video. If a picture is worth a thousand words, think about how much can come across in a video. Video also gives new light to the posts you’ve already made on your page. If you've heard it once, you've heard it a million times: content is king. Does this mean that all you have to do is keep taking photos and publishing new posts 24/7 until you build up enough to make your account go viral? Not exactly and if this is your plan, you’ll burn out QUICK. Repurposing your content gives you the opportunity to tailor your older posts to your newer and updated audience. This helps you not only reinforce your message, but it helps your content reappear within searches. You already did all of the pre-work and research to put together a static post; you can double your benefits of a repost by utilizing short-term video to reshare the information.
You know the importance of effectively building your social media presence, but putting in those crucial hours and building up the skills to make your profile a success just isn’t your main priority—being a lucrative agent is! Let our Very Social team of expert copywriters, designers, and community managers take the work off your hands, so you can focus on running your business.
Get started with our starter package that will bring your real estate business to the next level. For just $400 per month, you’ll get a monthly calendar with 12 posts (copy, images, and relevant hashtags) and 12 Instagram Stories complete with peak-hour posting and engagement. This package is a great way to get your mindshare established!